Doughty work by Bath group

British Bakeries is exploiting the growing market in speciality bread by repackaging the best-selling Floyd on Bread range and adding two new varieties. The latest packaging is by Heath Associates in Bath while Coley Porter Bell handled the range’s original design.

The launch of the Italian focaccia with sun-dried tomato and garlic & herb mini focaccia “are intended to consolidate our position within this rapidly expanding market”, says Mary Harding, commercial controller of special products for British Bakeries.

The repackaging of the year-old range, which includes the two original focaccia variations brought out last May, garlic & herb and onion, “means that consumers can see more of the product and that the bread has more shelf impact”, Harding adds.

The latest design coincides with a change of packaging to give the bread a longer shelf-life.

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